Your website and other digital marketing materials can do a lot of heavy lifting -- IF you give your copy the attention it needs and deserves.

1. Three Key
Ingredients
that Help
Your Customers
Say Yes

2. Hello, I’m Tea (aka The Chef)
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20+ years in
marketing
Author of
“Attract & Feed a
Hungry Crowd”
Passionate about
food & stories
Proprietress of
StoryBistro.com
@teasilvestre

3. Before You Start…
1.
Make sure you have an
AWESOME product that
people want/need
2.
You've done the requisite
homework to understand
• Your Ideal Client
• The Marketplace
• Your Competitors

4. Ingredient #1
Get the
Eye Balls

5. There’s a LOT of Content Out There
We now generate as much information every
two days as was generated from the
beginning of recorded time to 2003.
Eric Schmidt,
Google CEO (2009)

6. It Starts with Your Headline
Okay headline:
Send large files to your friends
Better headline (More Specific):
The Absolute Easiest Way to Send Super Large Files
For More, See:
http://www.copyblogger.com/headline-hacks-report/

7. Use Compelling Images

8. Compelling Images
 Bridge language gaps
 Capture attention
 Boost shareability
 Increase value on
social media
 Take time to find,
create (don’t rush it!)

9. Ingredient #2
Keep
Their
Attention

10. Reader Friendly Format
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Simple language
Very specific
Scanable
Shorter is better than
longer
Sections
Subheadings
Sentences 6 to 16 words
No jargon!

11. Don’t Write Like This
ABC Company leverages flexible, scalable financial
management systems to improve organizational
performance. We use industry-standard methodologies
to select and implement best of breed financial systems
with inherent functional best practices and leadingedge, industry-specific capabilities needed to effectively
adapt to change. Blah, blah, blah, blah...

12. Boil it Down – Stay Simple
We can grow with you. Our
systems are the best available
today.

13. Other No-Nos
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Focusing on features, not benefits
Too long
Too formal
Boring
Self-Centered
Inconsistent
Vague
Hyped-up
Full of typos and other errors

14. Tips of the Trade
 Don't worry about being grammatically correct!
 It’s okay to end with prepositions now and then.
 It’s okay to Use sentence fragments
 Yes you CAN begin with conjunctions
 Use one sentence paragraphs? Yep!

15. Edit Like a Pro
 Write your first draft without edits
 Read it out loud and edit
 Read it again and edit
 Remove any extraneous, flowery words
 Get to the point
 Read it out loud again

16. Ingredient #3:
Persuasion

17. Motivate to Act
Motivation is the art of getting people to do
what you want them to do because they want
to do it.
Dwight David Eisenhower
34th President of the US

18. Write to Sell...
• Features vs. Benefits =
• Logic vs. Emotion
• Don't assume your customer
knows the benefits
• For each feature ask, "So that...?"
or "So what...?" until you get to
the emotion
• What's In It for Them?

19. Make it about BFD
Reach your
customer on all
levels:
Beliefs
Feelings
Desires

20. The Power of Emotion
• Emotion = Energy in
Motion
• We always buy for
emotional reasons
• Don't ignore the
logical - we
rationalize with logic

21. Tell a Story

22. Happily Ever After
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Know your customer's
#1 itch, burning desire
or biggest problem
Show how your
solution fulfills the
promise
Prove it!
Testimonials
Guarantees

23. 19 Key Positive Motivators
To be liked
To be appreciated
To be right
To feel important
To make money
To save money
To save time
To make work easier
To be secure
To be attractive
To be sexy
To be comfortable
To be distinctive
To be happy
To have fun
To gain knowledge
To be healthy
To gratify curiosity
For convenience

24. 3 Key Negative Motivators
Fear
Greed
Guilt
(Don’t Over-use! Can Backfire on You)

25. Remember:
Always Have a Call to Action

26. Copywriting Checklist
 Does the copy fulfill the promise of the headline?
 Is it interesting?
 Is it easy to read? (test!)
 Is it believable?
 Is it specific?
 Is it relevant?
 Is there a call to action?
 Does it PERSUADE?

27. Questions?
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What’s one thing you will implement
immediately?
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What did you find unclear or want more
examples of?
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Other burning questions?
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Talk to me! @teasilvestre (Twitter)

28. Yeast for Your Dough
DigitalDiningRoom.com